The world-famous Piccadilly Lights were switched back on this week (October 26) after a nine month period of renovation. A spectacular display of colors, which were sponsored by members of the public as part of a fundraising campaign for Barnardo’s, was the first image to appear on the new screen. Landsec, the owner of Piccadilly Lights, has replaced the original patchwork of screens with a single state-of-the-art 4K LED digital screen and live technology hub, which allows the screen to react to certain external factors, such as the weather or temperature. This feature enables brands to display creative and innovative content, such as weather-appropriate clothing. The technology does not collect or store any personal data and is unable to record images or audio.

Coca-Cola, Samsung, Hyundai, L’Oréal Paris, eBay, Hunter and Stella McCartney are now advertising on the newly-launched screen, which is managed by Ocean Outdoor.

The countdown and launch moment was streamed live across Facebook and YouTube, and the launch display will be repeated on the screens a number of times until 11.59pm on Friday 27th October.

It can also be viewed here:

Vasiliki Arvaniti, portfolio director at Landsec, said: “The Piccadilly Lights have been one of London’s icons for over a century, and are an unmissable sight for the 100 million people who pass through Piccadilly Circus every year. We know people have really missed the screen while renovation work has been carried out and both we, and the brands that light up the screen, are incredibly excited to have switched the Lights back on today. We want to say a huge thank you to everyone that has been part of the #PiccadillyOn campaign, raising money for Barnardo’s.”

Ocean Outdoor chief executive officer Tim Bleakley said: “Piccadilly Lights is one of the world’s most responsive, feature-rich advertising displays. Today is a major milestone in the history of Piccadilly Lights and to mark it we have a superb line-up of iconic global brands across six categories ready to exercise its creativity.”

History of Piccadilly Lights

An estimated 100 million people pass through Piccadilly Circus each year

The first illuminated advertising hoarding at Piccadilly Circus was a Perrier sign, installed in 1908

Piccadilly Circus used to be entirely surrounded by illuminated advertising signs which were originally powered by light bulbs, later replaced by neon lights

Digital projectors were first introduced in 1998

LED displays completely replaced neon by 2011

Coca-Cola has had a sign at Piccadilly Circus since 1954

Landsec has owned Piccadilly Lights since the 1968.

New screen details

17.56m high x 44.62m wide (circ 780m2)

Greater than 4K Resolution: 5490 x 2160

3 in 1 LED packages that generates trillions of colours and exceptional brightness

8mm pitch screen

Never miss a Billboard Insider article. Receive each post via email for free by sending us your name and email using the form below. *

Related

Author: John WellerJohn has spent over 35 years working in and lending to media companies including a long partnership with fellow billboard insider Dave Westburg. You can contact John at 509-496-3254 or johnhweller@comcast.net.